YouTube has rolled out new advertising options for brands and businesses, in what appears to be an attempt to rival the success of TikTok.
The first of these options has been named ‘Gen Z Music’, which gives an indication as to the demographic these ads are designed to target.
The option will allow businesses to run advertisements on trending music videos. For example, if a song is trending on TikTok or on Instagram, this drives traffic towards YouTube to search for the song. Businesses will now be able to tap into this opportunity and run ads alongside these trending songs.
Going into more detail about, YouTube said: “It’s a no-brainer that songs by the likes of Bad Bunny, Doechii and Rosalía are popular with Gen Z, but most brands don’t realize that classic hits by Cyndi Lauper and underground music from the latest soon-to-be superstars are popular with Gen Z on YouTube, too.
“To align your brand with the music most popular with Gen Z at the moment, we’re launching the Gen Z Music package, which leverages AI-powered signals across YouTube to identify songs trending with Gen Z, so you can reach them with the music they know and love.”
The option is also being extended to YouTube Shorts, with ‘Trending Music on Shorts’ allowing businesses to run ads on Shorts that use trending audio clips.
These new features will certainly offer more opportunities for businesses on YouTube, and with over 100 million songs in the YouTube catalog, brands won’t be short of options.
Gen Z has long been a top target for digital brands and businesses, and appealing to this demographic is key to success in today’s market. With YouTube’s new ad options, brands will now be able to target this demographic more effectively by tapping into the group’s passion for music and love of short-form video content.
